When Randy Ray and Wendy Lewis retired back in September of 2009, they had the genuine intention of making their new retired lifestyle work. But the innately industrious couple, who was responsible for building some of the most successful direct-marketing businesses of the last few decades, didn’t realize what a shocking and stifling change of pace full retirement would prove to be versus what they had been accustomed to. It took less than two weeks from the date of their official retirement for Ray and Lewis to pull the ejection lever on their Florida senior community. It turned out that the passion and excitement of the business world were too much to resist.
It was their need for the action of entrepreneurialism and the need to live fulfilling and purposeful lives that prompted Ray and Lewis to found Jeunesse Global in just their second week of retirement. From this relatively strange beginning, Jeunesse was slated from the start to be a different kind of company. Ray and Lewis had essentially no interest in acquiring further wealth. They had been rich since their 30s and now had enough money that they could never spend it in three full lifetimes. Instead, Ray and Lewis wanted to create a company that would serve as a life statement, spreading American-style economic opportunity across the globe while creating revolutionary and life-changing products.
Both Ray and Lewis had spent a great deal of time working and traveling throughout East Asia. They knew that the people of this mysterious land were intelligent and endowed with perhaps the most rock-solid work ethic to be found on the globe. It was for this reason that Ray and Lewis decided to focus on creating a business plan that would tap into the region’s misallocated human capital while creating a great opportunity for the accumulation of personal wealth for prospective distributors.
The bet proved prescient. Within its first year of operations, Jeunesse had recruited nearly 1,000 new distributors. Most of these were operating out of East Asia, a market that would prove to be pivotal in the company’s rapid ascent from garage-based startup to international power player.